企业微博营销效果评估研究

摘要

目前企业微博营销的效果评估亟待完善,在借鉴社会化媒体营销相关研究成果的基础上,结合我国企业微博运营现状,提出企业微博营销效果的评估模式与评估指标,并总结出企业微博营销效果评估的三种主要方式,试图为企业微博营销效果评估的应用提供理论与实践支撑。%At present the effect evaluation of enterprise micro-blogging marketing should be improved,According to benefit from research findings of social media measurement,Also combine with operating status of enterprise micro-blogging,The study propose a mode and key metrics for enterprise micro-blogging marketing measurement.Meanwhile,the effective three main ways for measurement will be summed up,so that we can provide support for theory and practice of enterprise micro-blogging marketing.